About a year ago, I found this interesting design case : Design Collective branding. The creative team of Pentagram designed the “DC” logo, and Graham Smith shared his thoughts on his blog here. An e-mail conversation followed because this is a good redesign example. Here’s the logo:
Question is: what is DC? “The Design Collective showcases the best design talent from the UK and beyond and highlights John Lewis’s commitment to sourcing the highest quality of design for its customers.”
I respect Pentagram’s choices, I admire the simplicity of the execution. We know that design is a serious business, and so many times clients forget how hard it is –and all the hard work involved- to find just the right identity that will sum all their core values.
First glance and I felt something “righteous”, something strong (way too strong), a logo you can’t messed up with. It’s ok if “high quality” is conveyed by “seriousness”, here it looks like a bow tie logo ready to go to a wedding.
Luxury is also a way to look at it, I can’t help to think about the C of Chanel, what about this C changing into the G of Givenchy? The D of Dior? After all, the luxury field is all about the delicacy and grace, so why not?
Well, it’s still too strong and harsh for my taste. The D is sharp, D is cutting C with surgical precision at its intersections. May be we can find a way around, make it more accessible. Graham tried an alternative –as you can see on his blog- by removing the inner D shape.
Now, it’s getting very interesting. But I still feel the cuts, an unbalanced sensation: on one hand the subtle curves and on the other hand the right angles – righteousness pursuing us!
Let me tell you something: I’m a huge comics fan! I looked at and it reminded me of the DC comics redesigned logo. Same process of superposing two letters to craft an identity.
I like the smooth sensation the folds are bringing. This is a more playable logo. Based on this –and on Graham’s idea- , I applied the same concept on Design Collective and I explored two options, just using Sketchbook Mobile on my iPhone and my stylus:
And one more without the shades:
Which one you like? I really dig the second one. So let’s import it to Adobe Illustrator and refine it a bit.
It doesn’t matter if we don’t have the right typography for the characters, letters are just forms & shapes right? Just using the pen tool, circles and squares and this is it.
We can push further and present it differently.
Finally, this is what’s so great –and may be the reason I fell in love with design- : how subtle changes can shake a concept so deeply, it attracts you even more. Simple and profound.
Join the conversation! Do you think DC needed a redesign like this? What logo you see everyday, you are not happy with, and you think deserves a good redesign?
Have a great Sunday!